希尔顿酒店(英文)

1IntroductionGlobalizationreferstotheshifttowardamoreintegratedandinterdependent.Goodsandcapitalflowistheoriginalformofglobalization.Inthisprocess,thereisacorrespondingregional,internationaleconomicorganizationandeconomicentities,aswellastheculture,lifestyle,values,ideologyandspiritforcetransnationalexchange,collision,conflictandfusion.Globalizationgivestheworldabigstage.Firmsconfronteachotherascompetitorsinnationafternation.Thecompetitionwon’tbelimitedinonecountryoronepieceofarea,butthewholeworld.Globalizationbringsopportunities,andalsochallenges.Certainly,someonewasroutedinthebigtrend,butthereweremoregreatercompaniescaughttheopportunityandconqueredtheworld,suchasHilton.Hiltonistheleadingglobalhospitalitycompany,withmorethan3,000hotelsand500,000roomsin74countriesandterritories,withmorethan135,000teammembersworldwide.Thereisnoquestionitiswonderful.ThesuccessofHiltoncan’tleavethewisestrategies.Intheglobalization,Hiltonmadevariousplanstoexpanditsmarketshare,especiallytheFranchiseexpansionmarketandtheBranddiversificationstrategy.Franchiseexpansionmarket(1)Hiltonwentthoughself-conductionmode,managementmodeandfranchise.Beforethe1950s,Hiltontooktheself-conductionmodewhichdevelopedveryslowly.Asaresult,hemissedalotofopportunities.Inthe1960s,Hiltonstartedmanagementmode,whichwasusedtobroadenthemarketingnetbymanagingthespeedofoutput.ThebrandofHiltonbecamewellknown.In1990s,HiltoncarryoutanewmanagementmodenamedFranchise,whichencouragesitselftosellhotelsandonlyretainthepowerofmanagementandthebrand.Atthistime,Hiltonbecamefamousintheworld.2Figure1-1123.8%franchise3%entrustedmanagement73.2%withfundmanagement(2)JustlikewhatweseeintheFigure1-1,thesethreemanagementstylesaremostimportantintheHiltonSystem.Themainway:●withfundmanagement●franchise●entrustedmanagement①WithfundmanagementofHiltonHotelisthecapitalandmanagementatthesametimeownedbythesingleproprietorshipandholdingorequitydirectorindirectinvestmentsuchasawaytoearnthehotelmanagementcontrolanditssubordinateseriesofthesamebrandhotel,thesameserviceprogram,thesamereservenetwork,thesamepurchasingsystem,thesameorganizationstructure,thesamefinancialsystem,thesamepolicystandard,thesameenterprisecultureandthesamemanagementideamanagementstyleInthiswaytheHiltonHotelrealizedinthecontextoftheglobalbrandpromotion.②TheHiltonHoteloffranchiseofisusingtheirownproprietarytechnologyandbrandandlocalhotelownerswiththecombinationofthecapitaltoexpandthescaleofoperation.Notonlyreducesthecostreduceinvestment,more3effectiveuseoffranchiseestoimprovethebrandeffect,themoremassiveincreaseditsthenumberofhotelsandimprovetheHilton'smarketshare.③HiltonHotelmanagementisentrustedbythehotelownerHiltonandreachanagreement,canprovidetheHiltonHotelforlocalmanagementmodeofoperationandqualitystandards,servicestandards.ThroughtheirownbrandattractedmanyhotelownersThreekindsofmethodstoreducetheenterpriseinmultinationalmanagementofmanydefects,andthroughtheuseofallcountriesanddifferentareasoflocalresourcestoestablishtheirownbrandgoods,Hiltonformedherproductofglobalization.BranddiversificationstrategyUsesthebrandtoextendanaffiliategroupdifferentiatesthedifferentqualityandthescalehotelAmeasurementsuitsallpeoplewithdifficulty.Hiltoninhasbeenusedasinthecarefulclassifiedbasistothecustomer,useseachkindofdifferenthoteltoprovidethedifferentscaletheservicetomeetthedifferentcustomerneeds.Targetmarketsegments,providingdiversifiedproductsAssociatedwiththebrandextensiontoanumberofgroupsdividedintodifferentqualityandgradesofhotel■LuxuryHotel:Hilton,Conrad’23(a)(b)⊙Asshowninfigure(a)isHilton.Itstargetmarketismainlyprovidesthefirst-classhotelproduct,theupscaleserviceandtheluxurioushotelfacilityequipmentforbusinessandleisuretravelers.4⊙Asshowninfigure(b)isConrad.Mainlyforbusinessandleisuretravelerstoprovidefirst-classserviceandluxuryenvironmentandfacilities;HotelspeciallocationinEurope,Asia,Australia,SouthAmericaandtheMiddleEastinthenation'scapitalandthemostexoticresortofmajorbusinessandleisureareaestablishedluxuryhotelandresort■Upscalehotel:EmbassySuiteshotels,Doubletree,HomewoodSuites.:456（c）（d）（e）⊙Asshowninfigure(c)isEmbassySuiteshotels.Constructedin1983,hascreatedthehotelindustryentireanteroomconcept,wastheentireUSbiggestupscale,theentireanteroomhotelbrand,theanteroomtotalsurpassesotheranycompetitionhotelsumofthecompleteanteroom⊙Asshowninfigure(d)isDoubletree.Themaintargetmarketisbusinessandleisuretravelers.Ismainlylocatedinthemetropolisandtheleisuretouristarea,eachdoubletreebrandhotelreflectsthelocaluniqueenvironmentorthefolkculture⊙Asshowninfigure(e)isHomewoodSuites.Isanentireanteroomhousingtypeupscalehotelbrand.Itmainlyreceivesthelong-termlodgingtourist■Middle-gradehotel:GardenInn,Hampton78(f)(g)5⊙Asshowninfigure(f)isGardenInn.Canprovidesthehighqualitydedicated-likeservice,theadvancedfacilityandthemoderatepriceforthecommercialpublicfigureandtheleisuretourist⊙Asshowninfigure(g)isHampton.Asthepursuitofvalueoftouriststoprovideacomfortable,perfectequipmentroom,friendlyserviceandotherextraeffortwillmaketouristseverystayherearehappier.